As brands pour larger advertising budgets into quick commerce platforms such as Blinkit, Zepto and Swiggy Instamart, industry executives are increasingly raising concerns about measurement transparency, attribution models and the growing reliance on platform-reported performance metrics.
The debate comes at a time when retail media is emerging as one of the fastest-growing advertising channels in India. Quick commerce platforms now sit on vast pools of consumer purchase data, giving brands unprecedented visibility into shopping behaviour and purchase decisions.
According to Mihir Mehta, Co-founder and Managing Director, 0101, the appeal of these platforms lies in the richness of their data.
“Quick commerce platforms have undoubtedly changed the advertising conversation,” Mehta said, noting that brands can now access consumer purchase signals at a scale and level of detail that was previously unavailable.
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